I am looking to create a logo to incorporate into both FUNCTIONAL workout apparel and CASUAL leisure apparel. My target market will be primarily men, between the ages of 22 and 35, who are willing to pay north of $35 for workout shorts, compression short and t-shirts. My customer is frustrated with the lack of options out there for them to wear. They are currently either buying Lulu lemon, nike or under armour, or another trending brand that focuses on some other worldly achievement rather than the individual. The potential customer is willing to pay a premium for a brand name. However, my customer LIKES TO HAVE FUN WHEN THEY WORKOUT AND doesn't associate with the established antiquated brands (nike, underarmour, etc) because they either a) don't take working out that seriously, or b) want to stand out from the crowd and think that those brands are too old.
The potential male customer is buying this line because his wife/significant has been giving him a hard time for wearing old tattered clothes to the gym with her or he is a single man who wants to call attention to himself.
The customer who will likely buy this apparel probably likes to take care of themselves but doesn't mind slipping up and have one extra slice of pizza or one extra glass of wine.
While there should be a sense of femininity to the brand, the overall feel of the logo should not appeal to the "traditional" male.